An online social media project by the National Performing Arts Companies of Scotland

David Stark, Director of Marketing & Communications, Royal Scottish National Orchestra

Royal Scottish National Orchestra 1999: first website 2003: Email List / SMS-texts 2006: Website re-built in-house, using

open source CMS (Mambo, now Joomla) 2008: presence on Facebook 2009: first in-house video projects 2009: employ Digital Manager 2010: blogging/video/microsites/social

networking

RSNO Online:main website

RSNO Online:

special project micro-site

RSNO Online:

E-news

RSNO Online: U16 site

RSNO Online: streaming/downloads ‘white label’ site

RSNO Online:

U26 social network

Why Collaborate?

“At a time of economic uncertainty, deploying

collaborative solutions to joint challenges and opportunities is a pre-requisite for survival”Simon Woods (CE, RSNO)

Catalysts for Collaboration MMM – Missions Models Money Scottish Government – keen for NPACS

to work together NPACS – desire work together on

externally facing projects.

Who are we?

Why Digital?

None of us were fully realising the potential of technology on our own

We didn’t have the tech/digital resources to go it alone

Potential to significantly increase public engagement opportunities - ‘greater than the sum of our parts’

Why Marketers Collaborate? Cross promotion Networking opportunities across five

existing audiences and their friends More companies = more content, more

discussion, more activity Easier to reach the ‘hard-to-reach fruit’

We spend most of our TIME picking the “low hanging fruit”

We spend most of our BUDGET picking the “mid-level fruit”

COLLABORATION is neededto pick the “hard-to-reach fruit”

Aims of our collaboration… Promote the work of the five to new

audiences by:

Facilitating new public dialogues about each of us

Leveraging combined power of five for increased national/international reputation

Enriching experience of current attenders

First Steps in Digital Collaboration Digital Audit Get CEOs together first Inspire everyone through presentations from

leaders in the field Share stories, research & results of other

successful technology projects private Ning became crucial tool for

sharing & discussing ideas

So what did we decide? We are all at different stages in our own

digital work, with differing ambitions

BUT.. all united by common desire to eventually see a fully realised content-delivery vision (Phase 2)

SO… decided to begin with an ‘online social media presence’ (Phase 1)

Difficult Questions

Are we creating a new brand, or just a new ‘space’?

How should joint NPACS activities relate/integrate with/replace current Company social/web activities?

What internal resources can we each bring to the table?

How will we maintain momentum – who drives this?

Collaborative Hurdles Competition for ticket sales Maintaining individual identities in

conversations with audiences Agreeing on a clearly defined target

audience Impact on other collaborations outside

NPACS Differing definitions of what is ‘sensitive’

material or appropriate conversation tones

Choosing the right partner Small is beautiful

Consultant needs to drive content, as well as build the platform

Launching soon...